Up to 100%

Your contractor says he’ll remove “up to 100% of the mold.”

Your surgeon says she’ll remove “up to 100% of the tumor.”

Your pilot lands safely “up to 100% of the time.”

You’d hire someone else, right?

Cascade claims their detergent “removes up to 100% of food residue.” Sounds bold. It isn’t. “Up to 100%” legally permits zero. It permits half. It permits any amount less than all of it.

The most confident-sounding claims are often mathematical nothing. “Up to” are two words with zero accountability.

The fine print isn’t in small type anymore. It’s in the headline. What claim in your marketing would fall apart under the same scrutiny?

This article, “Up to 100%“, was inspired by a post that originally appeared on LinkedIn.